ABTSRACT

This research work was initiated to evaluate consumers preference for consumption of selected NB Plc beer brands among consumers in Aba metropolis, Abia State.

The study was primarily aimed at examining the consumers behavior in respect of their preference for consumption of selected beer brands. The method used, in terms of methodology, the research generated primarily data. The data were generated using questionnaire as the research instrument. The questionnaire was administered to various consumers in Aba, which used a structured question to gather a minimum of respondent. The sample size, about three hundred and sixty (360) people respondents were interview. In terms of analysis Chi-square (x2) statistical tools were employed to test the hypotheses formulated for the study. The results of findings were made after a detailed analysis of the data generated. 

Firstly, it was discovered that, the factors that influence consumers’ preference for beer brands do not have equal strength. Taste and alcoholic content were identical as the primary or core factors that influence consumer’s preference for beer while price were categorized as secondary brand choice influencing factor.

Secondly, STAR produced by Nigeria Brewers Plc was found to be the most preferred beer brand, followed by Guilder and Heineken of Nigeria Brewer Plc.

Another finding was discovered that majority of beer consumers are mostly businessmen and students that are youths between the age limit of 21 and 30 and they are low income earners.

Finally, but not the least beer parlor was discovered to be the most preferred place of buying and drinking beer in Nigeria. 

The following recommendations were made on the study: First, it was recommended that; Beer brewers should strive to produce beer brand that have good taste and acceptable alcoholic content, since they are the major determinants of consumers’ preference for beer brands. Another recommendation were that beer parlor which was claimed by consumers of beer as the most preferable place of buying and drinking beer should also be targeted in their middlemen, sales promotion with promo tool like point of purchase (POP).

And finally, it was also recommended that beer industry should increase their marketing research activities to identify changing needs of the markets and to satisfy the needs.

TABLE OF CONTENTS

Title page  ----------------------------------------------------------------------------------i

Project Assessment -----------------------------------------------------------------------ii

Declaration --------------------------------------------------------------------------------iii

Certification -------------------------------------------------------------------------------iv

Dedication ----------------------------------------------------------------------------------v

Acknowledgments ------------------------------------------------------------------------vi

Table of contents -------------------------------------------------------------------------viii

List of tables -------------------------------------------------------------------------------xii

Abstract-------------------------------------------------------------------------------------xiv

CHAPTER ONE: INTRODUCTION 

1.1 Background of the study --------------------------------------------------------------1

1.2 Statement of the problem -------------------------------------------------------------3

1.3 Objectives of the study ----------------------------------------------------------------4

1.4 Research Questions--------------------------------------------------------------------5

1.5 Research Hypotheses------------------------------------------------------------------6

1.6 Significance of the study -------------------------------------------------------------7

1.7 Scope of the study ---------------------------------------------------------------------8

1.8 Limitations of the study --------------------------------------------------------------8

1.9 Definition of terms -------------------------------------------------------------------9

CHAPTER TWO: REVIEW OF RLATED LITERATURE 

2.1 Conceptual framework of consumer s’ preference ----------------------------11

2.1.1 Evaluation of alternative’s for preference ------------------------------------12

2.1.2 Size of evoked set. ---------------------------------------------------------------13

2.13 Reasons why some brands are not included 

  in evoked set for evaluation------------------------------------------------------14

2.1.4  Evaluative criteria for brands---------------------------------------------------15

2.1.5  Purchase Conflict-----------------------------------------------------------------17

2.1.6  Consumer purchase decision rules --------------------------------------------20

2.1.7  Post purchase dissonance and negative words of mouth -------------------23

2.1.8 Brand loyalty ----------------------------------------------------------------------25 

2.2.0 Theoretical framework of consumer’s preference ----------------------------26

2.2.1 Motivational Theory --------------------------------------------------------------26

2.2.2 Feud Theory of motivation -------------------------------------------------------27

2.2.3 Maslow’s Theory of motivation--------------------------------------------------28

2.2.4 Factors influencing consumers Behavior---------------------------------------28

2.2.4.1 Cultural factors -------------------------------------------------------------------29

2.2.4.2 Social factors ----------------------------------------------------------------------30

2.2.4.3 Personal factors -------------------------------------------------------------------32

2.2.4.4 Psychological factors-------------------------------------------------------------34

2.3 Empirical Review ---------------------------------------------------------------------37

2.4 Summary of the internal literature--------------------------------------------------38

CHAPTER THREE: RESEARCH METHODOLOGY 

3.1 Research Design-----------------------------------------------------------------------41

3.2 Area of the Study ---------------------------------------------------------------------41

3.3 Source of Data Collection -----------------------------------------------------------42 

3.3.1 Primary source ----------------------------------------------------------------------42

3.3.2 Secondary source -------------------------------------------------------------------45

3.3 Population of the study ---------------------------------------------------------------43

3.4 Sample size determination -----------------------------------------------------------43

3.5 Sampling Technique ------------------------------------------------------------------44

3.5.1 Operational measures of variable -------------------------------------------------45

3.6 Method of  Data Collection ----------------------------------------------------------46

3.6.1 Design and Administration of the questionnaire --------------------------------47

3.7  Data Analysis Technique-------------------------------------------------------------48 

CHAPTER FOUR: PRESENTATION, INTERPRETATION AND   

                                  ANALYSIS OF DATA 

4.1 Introduction-----------------------------------------------------------------------------49

4.2 Analysis of consumer questionnaire ------------------------------------------------51

4.3 Test of hypotheses---------------------------------------------------------------------62

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Preamble ----------------------------------------------------------------------------73

5.2 Summary of findings --------------------------------------------------------------73

5.3 Conclusion --------------------------------------------------------------------------75

5.4 Recommendation ------------------------------------------------------------------76

5.5 Suggestion for further studies ---------------------------------------------------77

 References -------------------------------------------------------------------------78